New Media Advertising-Social Media Project :How Clara gathered 220,000 fans on facebook -Analysis/Insight/Recommendations

1. New media advertising
Social Media Project
: How Clara gathered 220,000 fans on Facebook
SookMyung Women‟s Univ.
PR/AD 1214665 EunJoo Lee

2. Contents
1
Who Is Clara?
2
Analysis Of Clara‟s Facebook Fan Page
3
Analysis Of Two Competitors‟ Facebook Fan Page
4
SWOT & Insights
5
Recommendation For Clara

3. CLARA
: Who is she?
“Sexy Icon, Clara”
-Clara is an actress, model and entertainer
of Korea.
- She made her entertainment debut in 2005, but
she became known to the public recently. In May
2013, she hit the headlines with her ceremonial
first pitch in a professional baseball game. Clara
has since been emerged as an up-and-coming
star and sex symbol.
- Her Facebook and Twitter accounts are now
managed by her agency.

4. CLARA
: Analysis of her Facebook fan page
•Overall Observation of Clara’s Fan Page (Oct.10th ,2013)
In 5 Months!
-Open: June 12th, 2013
-Likes: 226,573 people Like
Clara‟s fan page
-Frequency: She updates 5to 10 contents per week
-Language/tone: She only uses formal language
-Formats: Photo(84%), Text+Photo(11%), Text+Video(5%)
•Categorization For Celebrity's Fan Page On Facebook
▪ Daily Life- Postings that contain daily life of the celebrity.
▪ Work/Front stage-Contents that relate to celebrity's vocational activity on front sta ge.
▪ Work/Backstage-Contents that relate to celebrity‟s vocational activity on backstage.
▪ Event-Posts that contain promotional events. (Public interest/Commercial)

5. CLARA
: Analysis of her Facebook fan page
• Top 3- Most Popular Posts
Clara's Donation For
University Students
-Clara donated half of the tuition for
university students. This event received
good reviews from public.
•Like
409,225
•Category: Event/Public Interest
•Why?: The event pursued public interest
and gave a direct benefit for her targets.
She succeed this event by considering
what her targets really needed.

6. CLARA
: Analysis of her Facebook fan page
• Top 3- Most Popular Posts
Clara’s Donation for
Breast cancer Patients
-Clara donated charge of breast
reconstruction surgery for breast
cancer Patients.
•Like
264,329
•Category: Event/Public Interest
•Why?:
Clara was well known as glamorous
woman. The event gained sympathy because
it perfectly matched with her image. Also,
„1Like=50won‟ was a creative way of
donation that made people participate in the
event.

7. CLARA
: Analysis of her Facebook fan page
• Top 3- Most Popular Posts
Clara’s Donation For
University Students-Season 3
-Clara supported university students
by promoting small start-up.
•Like
:116,746
•Category: Event/Public Interest
•Why?:
It is well designed event that satisfies the
interest of the 3 parties
(Celebrity-Supporting Enterprise-Beneficiary)
at the same time. She achieved win-win situation
by connecting diverse needs.

8. CLARA
: Analysis of her Facebook fan page
• Top 3- Least Popular Posts
① Out of context
•Why?
A content out of context
made her fans annoyed.
② Low definition photo
•Why?
Fans prefer high definition
photos of celebrity.
③ Commercial event
•Why?
Commercial event that
requested “share” was ignored
by fans.

9. Competitors
: Analysis of competitors’ Facebook fan page
Yuri Seo
Sam Hammington
-Entertainer, Voice actor
-Entertainer, Comedian
-Stars on TV show SNL
with Clara.
-He is not a direct rival ,
but they have become
popular around the
same time as an
Entertainer.
-Yuri and Clara are
similar in image
•Like
: 134,424
•Like
: 105,429
•Frequency: 5-10 postings per week
•Frequency: 1-5 postings per week
•Tone: Formal, Informal
•Tone: Formal, informal
•Management: In person
•Management: In person
•Feedback: She responds to comments
frequently.
•Feedback: He responds to every single
Facebook message.

10. Competitors
: Analysis of competitors’ Facebook fan page- Yuri Seo
•Best & Worst Based On Like and Comments
Best Content
Costume play for Facebook fans
-She committed to doing costume play
of online game character if she hits 10,000
likes.
•Like
: 20,817
•Category: Commercial event
•Why?: The people think that it is just her
private fan service. However, it seems
counterfeit because she was a voice actor of
this online game and the game company
supported this costume play.
Worst Content
Lack of explanation
-She updated contents about her broadcasting,
but failed to draw attention
•Category: Work/Front stage
-Why?: Sufficient explanation is needed when the
celebrity updates linked contents. In addition, selecting
thumbnail of video is important in drawing attention.

11. Competitors
: Analysis of competitors’ Facebook fan page
Good
Examples - Response to fans
▶ She actively interacts with her
fans by responding to their
comments. It makes her fans feel
like they have become real friends
of hers. She informs that she
manages her fan page, and offers
clear explanations for suspicion.
Bad Example -Emotional reactions
▶ She had emotional reactions when
the fans had made fun of her. It was
inadequate because the fans are not
the real friends although they are
friends on facebook.

12. Competitors
: Analysis of competitors’ Facebook fan page-
•Best & Worst Based On Like and Comments
Best Contents
•Like
Worst Content
: 84,661
▶People liked the Australian
comedian claimed Dokdo is
Korean territory. He build intimacy
by touching sensitive issue for
Koreans.
▶He used inappropriate word
which contradicts to his previous
opinion about Korea. This shows
that the contents were need to be
checked before the upload.

13. Competitors
: Analysis of competitors’ Facebook fan page
Good
Examples
① Diligent Fan Service
▶He responds to every single
facebook message for the fans.
This kind of fan service can greatly
increase the intimacy.
② Showing up advertising with event
▶Sam shared his commercial with
facebook fans. People can see the
advertisement and join the event.
This kind of commercial event on facebook
is effective to lower the resistance.

14. CLARA
: SWOT& Insights
Strength
Weakness
-Clara is the sexiest entertainer
in Korea
-Her agency manages her fan
page on behalf of her.
(Interaction is restricted.)
-She have built goodwill by
executing several social funding
events.
-She has been blamed for lying.
Opportunity
Threat
-Demand of sexy star is increasing
with the extension of cable channels.
-Her competitors manage their
facebook fan page directly and
give frequent response.
-People become tolerant of the
personality of celebrity.
-Female entertainers who have sexy
image are easily become unfavorable
in Korea.
Insights
-People want more interaction with the celebrities.
-The celebrities, especially the entertainers build communal & Exchange relationship
with their fans through the facebook.
-People love the celebrities who do something good for the public interest.

15. CLARA
#1
: Recommendation for Clara
Clara’s School Attack
Sample
Clara comes to your campus with snacks!
Clara will visit the campus with snacks
for cheering up your midterm :)
„like‟ the comment of your school!
Sookmyung wants Clara!
Please come EWHA!
•Goal: To promote her newly launched TV show
and win the goodwill of the students.
•Target: 20-29 facebook users.
•Category: Commercial event
•Program: Clara comes to the campus with
snacks to cheer up students. Receive
applications by comment and count „like‟ of
the comment. She can be supported by
the company or make some snacks for
herself.
•Effect: This program can gather the fans
to her fan page. People will visit her fan
page to „like‟ the comment of their school.

16. CLARA
#2
: Recommendation for Clara
Interview with Donation Receivers
Sample
•Goal: Maximization of her social funding event.
The donation receivers talked how
Clara‟s social funding changed their life.
•Target: 10-30s
Clara‟s social funding will be continued!
•Category: Event/Public interest.
•Program: This program is designed to share the
backstage of her previous donations. We will
have an interview with the breast cancer patients
or the students who got scholarship from Clara.
The video would contain the before and after
the donation.
•Effect: People wonder what happened after
the donation. The interview with receivers who
become better off would be more touching.

17. CLARA
#3
: Recommendation for Clara
Quiz Event
Clara‟s Quiz Event!
What is the title of Clara‟s new TV show ?
100,000won gift card will be given to 10 of
those who get the correct answer.
•Goal: Promotion of new TV show.
•Target: 20-30s
•Category: Event/Public interest &Work/backstage
•Program: This is a quiz event with the picture
of the backstage. We will give a simple question
about her new TV show. Gift cards will be given
to the participants.
•Effect: Quiz event will be more effective than
requesting „like‟ or „share‟ in notifying her TV
show. It requires more participation on the
process.

18. Thank you!